Read the scenario and respond to the checklist items based on the reading and learning activities.

Scenario: Lee is the owner of Lees [business type selected by your instructor (planet fitness)], which is located in the city closest to where you live. Lee has now hired you to design the basic components of a marketing strategy for her business.

Part 4: Marketing Strategy

Describe the target market strategy for Lees business. Paint a very clear picture of who Lee will be targeting for her product. For example: Appealing to an entire market, concentrating on one particular segment, or multiple market segments.

Explain the four strategies for growth: market penetration, market development, product development, and diversification. How can Lee use market penetration to increase her sales? Explain.

Briefly describe your marketing mix strategy: product (size, colors, packaging, use, etc.), place or distribution method, pricing, and promotion.

Part 5: Implementation

Using the concepts from the text, explain how you will turn your plan into a reality. For example: Detailed job assignments and activity descriptions.

Part 6: Evaluation

Using the concepts from the text, describe how you will evaluate your marketing strategy.